What if your classroom assignment took you to one of the world's most recognized retail stores, not as a shopper, but as a marketing consultant? That's exactly what students in the Master of Business and Science (MBS) degree course "Market Assessment and Analysis for Business and Science" experience through one of its most distinctive assignments: an IKEA field trip that brings marketing theory to life.
Artificial intelligence is rapidly reshaping how companies understand their customers—and the marketers who fail to adapt risk falling behind.
As part of the "Market Assessment and Analysis" course, Professor Mark Burgess welcomed John Care, Managing Director and Chief Content Officer at Mastering Technical Sales, for an engaging and interactive session cent
As part of the “Market Assessment and Analysis” course, taught by Professor Mark Burgess, students often engage with industry leaders who bring real-world perspectives into the classroom through guest speaker sessions. These are intentionally integrated into the curriculum to help students understand how marketing principles are applied within different sectors and consumer products.
On November 6th, 2025, students in the course “Market Assessment and Analysis for Business and Science” led by Professor Mark Burgess swapped their classroom seats for IKEA showrooms, transforming the brand into a live marketing case study.
On November 9th, 2023, students in Professor Mark Burgess’ course Market Assessment and Analysis for Business and Science were invited to step into the role of a marketing consultant for an internationally known furniture and home goods retailer: IKEA.
On March 2nd, Professor Mark Burgess hosted a special guest speaker for his course Market Assessment and Analysis—MBS alum Kelly Patraju.
In the Professional Science Master’s program, we strive to provide our students with opportunities for experiential learning. Professor Mark Burgess’ course Market Assessment and Analysis for Business and Science, a foundational MBS course, exemplifies this commitment by inviting industry professionals to provide real-world insight into the workforce.
The Rutgers Professional Science Master’s program strives to provide our students with job-relevant instruction. Our curriculum is shaped by expert instructors, industry advisors, and insight into real-world workforce needs.
For many MBS students, a fond memory of the program includes visiting the IKEA in Elizabeth with Professor Mark Burgess on a trip for his course Market Assessment and Analysis for Business and Science.